2013 Edelman Global Entertainment Study - Brazil

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Edelman’s Global Entertainment Study highlights the importance and prevalence of entertainment in people’s daily lives, and how technology has enabled its consumption and sharing on a global basis. …

Edelman’s Global Entertainment Study highlights the importance and prevalence of entertainment in people’s daily lives, and how technology has enabled its consumption and sharing on a global basis. Now in its seventh year, the study, co-commissioned by Edelman and MATTER and fielded by Edelman Berland, has expanded beyond the U.S. and U.K. to include Brazil, China, Germany, India, Korea and Turkey. Here you will find the results focused on the Brazilian market.

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  • Istock id # 19391158
  • The notion of a “captive audience” is redefined (slide 5 from DRAFT 5 1 13 545)
  • Emerging markets are especially engaged (slide 6)In the old days of three TV channels, people were “captive” audiences because they had no alternative.  Today, when people really love entertainment content, that content holds them for much more time and across multiple devices and platforms.   So that “captivity” is less limited and less physical ….and it’s more emotionally salient as well.  As such, it means much more – a value that can and should be monetized for those who create entertainment content and those who advertise against entertainment content.-Globally, 88% are likely – and 49% are very likely – to watch more than one television episode in one sitting – with this behavior especially noticeable in some developing countries.  -73% want new ways to interact with entertainment; 70% to access additional online content related to entertainment; 65% to interact in real time with what is being watched; 63% to use social networks to interact with talent from the entertainment.
  • Seven in ten enhance their entertainment by simultaneously using another device (slide 7)-While consuming entertainment content, 70% of all surveyed are likely to enhance their experience by using at least one other device simultaneously.   
  • Online entertainment creates global connection (slide 8)About 2/3 of all people surveyed feel that watching and sharing entertainment online has increased their sense of global connection.  This stayed consistent throughout the myriad ways we asked that question. In the past year, more than half (53%) of those surveyed have seen/heard entertainment in a language they do not speak.  There were some pretty strong regional differences here – which will make for interesting headlines in mass/mainstream globally read pubs as well as local/regional ones in each country.
  • Istock id # 21649910
  • People are so passionate about entertainment content that they socialize about it as much as they do about their own lives.In Brazil, the movement of social ascension has been stimulating a kind of “self-discovery”. People are more likely to share content about themselves, exposing their lives more than ever, as they get access to things that were not available to prior generations, such as technology etc. Entertainment comes in second place – and this category of content is pretty much connected to the “self” in terms of expression, catharsis, pleasure/leisure – the emotional salience is the main point here.Globally, this is on the top, but this movement is less intense. 8095ers and emerging markets are leading this trend.TOTALYour Friends 76%Entertainment 76%Yourself 75%Your Family 67%National/World News 65%Local/Regional News 64%US/UKYour Friends 61%Entertainment 58%Yourself 66%Your Family 58%National/World News 47%Local/Regional News 47%GERMANYYour Friends 68%Entertainment 71%Yourself 57%Your Family 50%National/World News 59%Local/Regional News 57%EMERGINGYour Friends 84%Entertainment 83%Yourself 82%Your Family 74%National/World News 73%Local/Regional News 73% 
  • People are more likely to share entertainment content they love than content they hate (slide 11)Consumers are most motivated to share entertainment content if they really love something, feel it would be useful to friends, family or people they know in real life, or have something interesting or funny to say.In Brazil, people are very open to share what matters for them – so, brands face a real challenge to be relevant. Useful contents shared in Brazil: tutorials,infographics, relevant news.Lovely contents: emotional appeal – pictures, videosInteresting: curious news, statisticsFunny: videos in first place - Porta dos Fundos: humoristic group that is a great phenomenon with short videos launched regularly – with a big sense of humor, even talking about brands. They were born on the web and don’t express interest to go to traditional media. It’s difficult for them to have a video with less than 1 million views. Some productions have reached more than 10 million.Feel it would be something useful to friends, family or people you know in real lifeTOTAL 77%US/UK 66%GERMANY 70%EMERGING 83%Really love somethingTotal 77%US/UK 67%GERMANY67%EMERGING 83%Have something interesting to sayTotal 77%US/UK 65%Germany 66%Emerging83%Have something funny to sayTotal 75%US/UK: 64%Germany: 63%Emerging: 82%
  • Globally, people are also five times more likely to share joy than negativity (20% - 5%)
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  • Television is still the device of choice for consuming entertainment; laptops and mobile are gaining ground. The leading player in Brazil isGlobo TV, which leads the market for decades and with its wide coverage, has massive audience levels. However, the audience of programs have gradually decreased, though the use of products/contents with originon TV has increased on other platforms.TV and the internet are great sources of content when it comes to entertainment. The democratization of tablets and smartphones is still in process in Brazil, so there is a preference for the transmission quality of the content in terms of image and sound. The main internet portal in Brazil, for example, has just 8% of its traffic coming from mobile devices. Almost every brazilian has a mobile device, but the connection infrastructure is poor. Internet penetration has already reached 64% in Colombia, 52% in Peru and 50% in Ecuador. In Brazil, this media reaches 56% of the population, which represents a growth of 115% since 2003. These data are part of the study Conectmedia developed for the area of ​​learning & insights, the IBOPE Media.The survey shows that the internet and new platforms are contributing to the consumption of other media. "Concurrency and convergence are key words in the new media context in which the media are consumed in various forms and combinations," explains Juliana Sawaia, area manager learning & insights and responsible for the study. The content has assumed the role of the protagonist and the media are consumed both in traditional form and in digital form. This composition entitled “Tradigital”, tends to grow in coming years. In this scenario, the consumption of the media occurs in three ways: only traditional digital-only (online) and traditional + digital (online). In Brazil, 55% of the population is to use two or more devices/media platforms simultaneously. Among them, which is more consumer television is simultaneously consumed with the internet (30%). "As far as convergence are driven by the simultaneous democratization of tablets, smartphones and other devices with Internet access," says Juliana Sawaia. According to the study Conectmedia, the main motivator is the connection of social interaction.
  • Brazilians have invideos online a great source of entertainment. The diversity of production beyond the standards of the TV, for example, is one factor that drives this consumption. The brands also tend to risk more on the Internet than in traditional media.Emphasizing relevance of video games in Brazil. We have a legion of fans/addicted youngers here. Transmedia stories which integrate games and TV, for example, are a strong point.A survey made in 2012 by InsideComm reveals that 58% of Brazilians who play video games, or more than half are located in southeastern Brazil, concentrated in just 4 states: São Paulo, leading with 64%, Rio de Janeiro, Minas Gerais and Espirito Santo. Considering the universe of Brazilians who play video games, 51.59% have or are over 19 years of age and are unmarried.
  • Istock id # 18230083
  • Personal recommendations are the top influencer of entertainment consumption (slide 23)Good to remember that, according to Trust Barometer and 8095, the peers are the most credible source to build an opinion about a brand – the same happens with entertainment.
  • Brands are as influential as professional critics in driving entertainment spending (slide 24)
  • US entertainment spending drivers remain steady (slide 26)
  • US entertainment spending drivers remain steady (slide 27)
  • Istock id #s: 16349860, 9280336, 11382648, 13141765, 20151744

Transcript

  • 1. Designing the Future of Entertainment 2013 Global Entertainment Study Follow @EdelmanPR, @EdelmanSig & @Matter_Inc
  • 2. Margin of error = ±1.22% at 95% confidence interval Methodology Seventh annual study, which has expanded this year to include eight global markets: U.S., U.K., India, Brazil, China, Germany, Turkey and Korea. The study was conducted by research firm Edelman Berland. ACCURACY HOWWHEN AUDIENCE HOW MANY Adults 18-54 n = 6,500 (1K/market in U.S., U.K., India, Brazil and China; 500/market in Germany, Turkey and Korea) Data weighted to equally represent all countries Data collection occurred April 1 – 12, 2013 Online survey KEY Stats noted as global-or- region-specific @gailfbecker
  • 3. Seven years of research – Global expansion 2005–2007 2007–2009 2009–2011 2011–2013 2013–Present GlobalDigital Entertainment, Rights and Technology Digital Entertainment and Technology Come Play Multimedia MeSocial Entertainment All About MeShare ThisGateway to Individuals Globalization of Entertainment @gailfbecker
  • 4. ENTERTAINMENT GOES GLOBAL @gailfbecker
  • 5. Q8 Thinking of your favorite television shows, how likely are you to watch more than one episode in one sitting? Q10 Please indicate how likely you would be to engage in the following activities. 5 People want immersive and interactive experiences Watch more than one episode of my favorite TV show in one sitting Try new ways to interact with entertainment Access additional online content related to my entertainment Interact in real time with what I am watching Use social networks to interact with talent from the entertainment I like Vote for my favorite contestants on reality TV or music talent shows Watch content while simultaneously using my personal device to buy merchandise 88% 73% 70% 65% 63% 61% 60% @gailfbecker
  • 6. Q8 Thinking of your favorite television shows, how likely are you to watch more than one episode in one sitting? Q10 Please indicate how likely you would be to engage in the following activities. 6 Emerging markets are especially engaged % Likely TOTAL UNITED STATES UNITED KINGDOM BRAZIL INDIA CHINA TURKEY GERMANY KOREA Watch more than one episode of my favorite TV show in one sitting 88% 86% 86% 91% 91% 98% 85% 82% 89% Try new ways to interact with entertainment 73% 62% 59% 86% 88% 81% 81% 71% 56% Access additional online content related to my entertainment 70% 62% 58% 81% 87% 79% 66% 57% 66% Interact in real time with what I am watching 65% 47% 47% 77% 86% 81% 73% 46% 60% Use social networks to interact with talent from the entertainment I like 63% 51% 48% 75% 85% 74% 74% 45% 55% Vote for my favorite contestants on reality TV or music talent shows 61% 49% 40% 69% 82% 83% 63% 34% 65% Watch content while simultaneously using my personal device to buy merchandise 60% 49% 45% 73% 80% 75% 60% 43% 51% @gailfbecker
  • 7. TEND TO BE: • Male • 8095er • College educated • Constant user of social media • Significantly more likely than average to socialize content about entertainment • Behavior highest among those residing in India, Brazil and China Q6 When watching entertainment content, how often are you simultaneously using another device [e.g. television, computer, smartphone, tablet, etc.]? Q7 How likely are you to use multiple devices while watching entertainment content to enhance your entertainment experience? 7 We are multi-taskers…. and enhancers 96% HAVE SIMULTANEOUSLY USED ANOTHER DEVICE WHEN WATCHING ENTERTAINMENT, AND 51% DO SO “ALWAYS” OR “MOST OF THE TIME.” 70% EXPERIENCE ENHANCERS @gailfbecker
  • 8. Q24-25 Please indicate your level of agreement, when it comes to entertainment content… 8 Visual-tainment creates global connections Majorities in all countries agree: “I feel more connected to the world at large now because of social media” (62% agree, global) “I’m more open to watching online videos from far-flung places than I was a year ago.” (63% agree, global) “Because of some of the entertainment content I’ve seen from all over the world, I feel humans are more connected than ever before.” (67% agree, global) AGREE DISAGREE (65%) (58%) (54%) (66%) (67%) (60%) (53%) (52%) “In the past year, I have watched/listened to entertainment content in a language that I do not speak.” @gailfbecker
  • 9. SHARING IS FUNDAMENTAL TO THE ENTERTAINMENT EXPERIENCE
  • 10. Q16 Generally speaking, how likely are you to use social media to share content about each of the following? 10 People are as likely to share about entertainment as about themselves or their friends Your Family Local/Regional news National/World news Your friends Yourself Entertainment 76% 76% 75% 67% 64% 65% Emerging markets (India, Brazil, China and Turkey); 8095ers; and college graduates lead the trend @gailfbecker 83% 85% 91% 75% 75% 78% Brazil Global
  • 11. Q21 How likely are you to use social media to share your opinion of entertainment content when you… 11 Useful, popular and funny entertainment is shared around the world - India ranks highest Global Ave. 75% – 77% Useful Love Interesting Funny 66% 66% 65% 64% 89% 89% 88% 88% @gailfbecker 84% 85% 84% 82%
  • 12. Q23 Which of the following best represents your view? Please rank your top three responses. When I use social media to share content about entertainment, I do it mostly... (Shown: % First choice) 12 In Brazil, people are more likely to share positive than negative experiences 5x 19% 5% To share joy/satisfaction To warn others not to waste time or money on content that is not entertaining @gailfbecker
  • 13. ANYTIME, ANYWHERE ACCESS IS HERE
  • 14. 14 Television is still the device of choice for entertainment; laptops and mobile are gaining ground Q3 What device do you most often turn to for entertainment? Please rank your top three responses #1 U.S., U.K., India, Brazil, Germany #2 U.S., U.K., India, Brazil, Germany #5 Brazil @gailfbecker #3 U.S.,U.K., Brazil, Germany, Korea #4 Brazil
  • 15. 15 Preferred content type varies considerably by country Q5 What type of content do you most often turn to for entertainment? Please rank your top 3 responses. #1 U.S., U.K. #1 Korea#1 Germany#1 India, Turkey #1 Brazil, China @gailfbecker #2 Brazil #4 Brazil #3Brazil
  • 16. CONSUMERS’ MOTIVATORS ARE UNIVERSAL
  • 17. Q11 Who or what influences you to… view a program on television; go to a theater to watch a movie; watch a movie on a personal device; watch a Web video online; purchase a new song or album 17 Personal recommendations are the top influencer of entertainment choices Entertainment Consumption Influencers Recommendation from a 'real life' friend or family member 35% 30% Advertisements/Trailers 29% 26% An entertainment review on television [e.g., Entertainment Tonight, movie reviewer on local news, etc.] 26% 24% Professional review/recommendation from a critic [e.g., in a newspaper, or a 'movie blogger'] 25% 24% Recommendation from or connection to a brand or product I like 22% 25% Recommendation from someone I am connected with mostly through social media but don't know personally 22% 24% Promotional event 22% 24% Recommendation from a person you don't know [e.g., celebrity or someone you follow via social media] 20% 21% @gailfbecker
  • 18. 85% 81% 75% 72% 66% 65% 60% 58% 56% 56% 54% 51% 47% Spending Drivers Shown: % Extremely/Somewhat Important Q9 Below are some things people might take into consideration when spending money on entertainment. How important are each of the following things to you, personally, when you are spending money on entertainment content? 18 Brands are as influential as professional critics in driving entertainment spending My personal enjoyment of the entertainment Excellent visual or sound quality of the entertainment The hours of enjoyment the entertainment will provide Being able to access the entertainment immediately Being able to purchase the entertainment easily Positive reviews from people I know Popularity of the entertainment The number of devices with which I can access the entertainment Recommendation from or connection to a brand or product I like Positive reviews from professional critics Having unrestricted ability to share or make copies of the entertainment legally Being able to access the entertainment via “the cloud” Being one of the first to enjoy new entertainment @gailfbecker 69% 73%
  • 19. 91% 85% 76% 74% 77% 89% 86% 80% 75% 72% 88% 82% 79% 74% 67% 58% Spending Drivers Shown: % Extremely/Somewhat Important 2011 2012 2013 Q9 Below are some things people might take into consideration when spending money on entertainment. How important are each of the following things to you, personally, when you are spending money on entertainment content? (Shown: U.S.) 19 Drivers remain steady in the U.S. - enjoyment and quality come first. My personal enjoyment of the entertainment Excellent visual or sound quality of the entertainment The hours of enjoyment the entertainment will provide Being able to access the entertainment immediately Being able to purchase the entertainment easily Positive reviews from people I know @gailfbecker
  • 20. 48% 31% 42% 17% 50% 43% 41% 31% 52% 47% 46% 45% 43% 41% 39% Spending Drivers Shown: % Extremely/Somewhat Important 2011 2012 2013 Q9 Below are some things people might take into consideration when spending money on entertainment. How important are each of the following things to you, personally, when you are spending money on entertainment content? (Shown: U.S.) 20 Being the first to enjoy entertainment rises in importance The number of devices with which I can access the entertainment Popularity of the entertainment Recommendation from or connection to a brand or product I like Positive reviews from professional critics Being able to access the entertainment via “the cloud” Having unrestricted ability to share or make copies of the entertainment legally Being one of the first to enjoy new entertainment @gailfbecker
  • 21. Entertainment is as powerful a social media driver as personal content People’s definition of entertainment brands is changing – opening up the field for new innovations and new players How people watch entertainment has shifted. While they may be multitasking, they're also looking for more ways to interact with it - including with their favorite brands Visual-tainment and socialization creates a global link. Emerging markets are leading the way - immersing themselves in the experience though interaction and socialization @gailfbecker
  • 22. #EdelEnt
  • 23. CONTINUE THE CONVERSATION… Daniel Rimoli: @danielrimoli Head of Digital; Edelman Significa Gail Becker: @gailfbecker Presenter; Edelman Elizabeth Saad: @bethsaad Universidade de São Paulo Roberto Schmidt: @robertoschmidt GloboTV
  • 24. Let’s talk: Daniel Rimoli (Edelman Significa) Gail Becker (Edelman) Elizabeth Saad (USP) Roberto Schmidt (Globo TV) Otto Stoeterau (Norton)